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Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth - Routledge Studies in Marketing Bianchi, Anna (University of Warsaw, Poland)
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Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth - Routledge Studies in Marketing
Bianchi, Anna (University of Warsaw, Poland)
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.
182 pages
| Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
| Publicado | 1 de agosto de 2022 |
| ISBN13 | 9780367646226 |
| Editores | Taylor & Francis Ltd |
| Páginas | 182 |
| Dimensiones | 234 × 155 × 15 mm · 314 g |
| Lengua | Inglés |
